On a daily, maybe even hourly basis, I receive a notification on Facebook inviting me to a club night being held in Manchester. Although we can get annoyed with the number of notifications we receive really it is harmless advertising of an event. It is a way to promote an event, and the reason there are so many club nights advertised on networks such as Facebook and twitter, is because they are events mainly aimed at students. And where better to reach out to a student audience than through social network, sites such as Facebook have been a huge success among students (Ellison et al, 2oo7). After all how often are you checking your news feed or timeline?
Rich Brook(2010) discusses ’12 Ways to Market Your Event with Social Media’, he says how promoting an event through social media is a inexpensive, cost effective way of promoting an event, building a buzz and making a one-off event a recurring event. Similar to this is a blog by Eric Eden (2011), he states why it is important for Event planners to use social media to their advantage. Again he explains how it is good for marketing, as it pulls in more attendees and it creates word of mouth, which I will further discuss later on. You can see more of Eden’s reasons here. But one good point Eden makes is, the events industry has always been social by nature. This I strongly agree with, as the events industry mainly includes social interaction.
As mentioned social media marketing leads on to develop the free cost marketing strategy, word of mouth. Many researchers have studied how social networking sites forms a certain concept of word of mouth. One study in particular is from Zhang and Daugherty (2009), they discuss how people are often influenced by others actions, therefore by an individual noticing another user of the social network is attending a certain event, may lead them to look further in to what the event is. Here someone else is taking an interest in the event which may lead them to also attend the live event. This is one example of the effect marketing through social media can have.
Depending on the Event, many event organisers will continue to use social media sites to reach out to their target audience, it is an effective way to gain recognition.